T20 World Cup Success Will Pave the Way for Intercontinental Legends T20 In USA: Brosid Sports Founder Saurabh Bhambri

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As the Legends Intercontinental T20 League prepares to kick off its inaugural season in the USA this August, apart from the cricketers and the competition, the spotlight will be on Brosid Sports, a leading producer and distributor of sports content across numerous international platforms.

Tasked with the significant responsibility of popularizing both the league and the game of cricket in the burgeoning US market, Brosid Sports stands at the forefront of this exciting venture.

Founded in 2008, Brosid Sports Private Limited (BSPL) has evolved into a distinguished entity, known for its expertise in developing and marketing a wide array of international sporting properties. This year, as they celebrate their 15th anniversary, the company's partnership with the Legends Intercontinental T20 League marks a pivotal moment in their storied history.

In a candid email interview with myKhel, Saurabh Bhambri, the founder of Brosid Sports, offered a glimpse into the company's remarkable journey, the challenges they have navigated, and the milestones they have achieved.

With cricket's popularity on the rise in the US evidenced by substantial crowds at stadiums and the sport's widespread appeal as a recreational activity, the timing couldn't be better. Notably, approximately one-third of the 55 matches in the T20 World Cup 2024 will be held on American soil, underscoring the growing interest and potential for cricket in the region.

Saurabh expresses optimism about the future, highlighting how the inaugural Intercontinental Legends T20 League aims to build on this momentum, engaging new audiences and establishing a lasting legacy in the American market. Here are the excerpts:

Q: Congratulations on 15 years of Brosid Sports! Can you reflect on the company's journey from its inception in 2008 to becoming a prominent player in sports management today?

Ans: The company was founded on Siddharth Bhambri's vision which was to establish strong relationships with sporting brands and maintain a strong media reputation that would endure for generations. As you can see this vision is the foundation of the company.

We have long known that managing media relations and sports logistics will be challenging especially as high-profile events grow in number and draw attention which is essential for any athletic organization looking to leave a lasting legacy.

Our most successful marketing campaigns, the Bareilly Premier League, the Brosid Super Nova (women's), Master Class India the Brosid T-20 Bash and the Republic Golf Cup opened up a market for sports leagues to rely on when they needed to connect with fans. As such we provide that very link between our fans and athletic organizations so that they can interact and grow collectively.

Q: What were the initial challenges you faced when establishing Brosid Sports, and how did you overcome them to achieve the current level of success?

Ans: In terms of challenges, we think there weren't many different sports markets for us to investigate. All sports organizations today aspire to grow into digital media, event management, host broadcasting and rights distribution.

We have attempted over the years to help other sporting entities become well-known by supporting the development of numerous lucrative IPs and that helped. For example, in 2013 we helped the Indian Badminton League (IBL) emerge as the country's second-largest sports brand after the Indian Premier League.

Q: How has the vision of Brosid Sports evolved over the years, and what core values have remained unchanged since its founding?

Ans: In our 15 years of robust relations with clients we were able to understand the communication needs of different ethnic markets. Particularly nations have now begun to connect with sports so much more effectively and we are now tapping into that.

Our earlier beginnings have given us the confidence to go big and distribute content now more effectively for the Intercontinental T20 League in the American Market and we are planning to go bigger with it.

Q: Brosid Sports has organized numerous high-profile events like the Bareilly Premier League and Brosid Super Nova (Women's). Which events are you most proud of, and why? How do you see the growth of female athletes in India?

Ans: Take the case of the Women's Premier League, apart from pulling eyeballs from male sports enthusiasts, we have a new different market for women demographics. Observe the proliferation of media outlets that have begun to focus on women's sports trends.

After embracing non-gender conformity over the past two years women have changed the game. We no longer discriminate against sports because an increasing number of women are demonstrating their love for MMA, cricket and other Olympic Participation. It's the eyes that require attention. Our favourite event definitely has to be Brosid Super Nova (Women's). You gotta admit we were ahead of the curve.

Q: What motivated Brosid Sports to partner with the Legends Intercontinental T20 League, and what are your expectations for this inaugural event?

Ans: Our friends in the sports circuit have responded with some amazing comments. Our sporting community has undoubtedly taken an interest in the event. More markets are undoubtedly opening their hearts to be entertained starting with the United States.

Our inaugural event aims to hold a special place in addition to drawing in new patrons. We hope to sustain the cricket fever after the ICC T20 World Cup 2024 through the diverse global participation of cricketing icons.

Q: Entering the American market is a significant step. How does Brosid Sports plan to cultivate a relationship with American cricket fans and what unique strategies will you employ?

Ans: The popularity of cricket in the US is rising. Not only do stadiums draw large crowds but cricket in general enjoys great popularity as a recreational sport in the United States. Around one-third of the 55 matches of the T20 World Cup 2024 are taking place on American soil. The communication is quite evident as to how our inaugural event has a chance to grow bigger.

Q: How did the involvement of cricket legends like Brett Lee, TM Dilshan, Parthiv Patel, and Graeme Swann come about, and what impact do you foresee their participation having on the tournament?

Ans: Our cricketers are global icons. Their participation definitely retains the communication as to what the Intercontinental League is trying to achieve. A sport that began with these icons who have thrilled and surprised every ardent cricketing follower. Their engagement is a surplus for creating that same effect again.

Q: How has technology influenced Brosid Sports' operations and event management, and what technological advancements do you see shaping the future of sports management?

Ans: I think we have a clear idea of who our future sayers will be given the increasing number of cricket enthusiasts. As we have also voiced support for our female cricket fans who are now fierce rivals to male cricket fans. Our understanding of our cricket fanbase is aided by technology and we will definitely need the numbers.

Q: Finally, on a personal note, how has your journey with Brosid Sports shaped you as an individual and a professional in the sports industry?

Ans: All members of Brosid Sports have been like family members, helping me understand the changing times of the industry. But to be able to communicate as myself and to still engage faith from all around me is the biggest support I can ever receive.